| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 96 === In the recent thirty years, there are a large number of coffee chain stores in Taiwan, and the environment is very competitive. Besides the quality of product, service quality is also the key point for coffee chain stores to attract new customers and to maintain the relationship with regular customers. The service quality is related to the customer satisfaction after they have accepted the service, and customer satisfaction is an important evaluation indicator for customer loyalty. Therefore, the purpose of this study is to explore the relationship of service quality, customer satisfaction and customer loyalty in the coffee train stores.
At first, this study reviews literatures on coffee chain stores, then this study applies the theory of “PZB Service Quality Model”(1998), the theory of “SERVPERF scale” proposed by Cronin and Taylor(1992), the theory of “Overall Satisfaction” proposed by Gronholdt, Martensen and Kristensen(2000), and the theory of “Attitude Loyalty and Behavior Loyalty” proposed by Taylor et al.(2004).
The finding of this study proves that the higher service quality can build up higher customer satisfaction and higher customer loyalty. For this reason, this finding can provide managing implications for coffee chain stores.
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